Our Story
Shooshon® is a family-run business founded by a mother, inspired by the arrival of her first child. She quickly noticed how most baby clothes were outgrown within months—leading to waste, constant replacements, and a fast-paced cycle of consumption. This experience sparked the idea for Shooshon: a small-batch, slow-fashion brand creating baby clothes that grow with your child and support a more conscious way of dressing little ones.
In a world of mass production, we’re proud to keep the tradition of handcrafted clothing alive, valuing quality over quantity and people over profit. Every Shooshon piece is made with natural fibres that are gentle on delicate skin, and designed to be cherished, worn, and passed on. Our commitment to thoughtful, sustainable choices is rooted in a simple belief: that what we create today shapes a better world for tomorrow—for our children, and the generations to come.
Why Choose Shooshon
Better for the planet: Sustainability is woven into every step of our process. We create our baby and kids’ clothing in small batches, using only 100% natural, organic, and certified sustainable yarns. Thoughtfully designed to grow with your child, our garments support longer wear and less waste, helping to reduce the environmental footprint of fast fashion.
Better for our future generations: Our clothing is crafted with the softest, chemical-free yarns, ensuring it's gentle on even the most delicate skin. Using GOTS-certified organic and Oeko-Tex Standard 100 certified fibers, we prioritize your child’s comfort and well-being—without compromising on quality, durability, or style.
Crafted by hand, made with heart: Every piece is knitted, assembled, and finished entirely by hand, from the first stitch to the last button. Created by skilled women artisans working from home, our process fosters flexibility and empowers women—including those with disabilities—through meaningful, creative work. When you choose our brand, you’re helping tokeep traditional craftsmanship alive, while supporting a moreinclusive, conscious, and heartfelt way of creating.
Keeping craftsmanship alive
By choosing our products, you’re supporting the timeless craft of hand knitting. Each piece is meticulously created by skilled artisans who bring years of expertise and passion to their work. In a world of mass production, we are dedicated to keeping this beautiful tradition alive, celebrating the artistry and heart that go into every item we make.
Designed to Last and Grow
Our designs are thoughtfully crafted to grow with your child, featuring adjustable elements and flexible sizing that allow for extended use. This not only provides better value for parents but also helps reduce waste by minimizing the need for frequent replacements.
What we are doing
How we are sustainable
Forever treasures
Each of our baby clothes is lovingly handcrafted, ensuring exceptional attention to detail and quality in every stitch. Our small-batch production process means no two pieces are exactly the same, making them as unique as the little ones who wear them. This dedication to craftsmanship ensures a product that is made to last and treasured for years to come.
Premium and natural materials
We use only 100% natural and organic fibres, such as certified Merino wool and organic cotton, that are gentle on sensitive baby skin. These premium materials are breathable, hypoallergenic, and free from harsh chemicals, ensuring comfort and safety for your child while being kind to the environment.
100% virgin wool yarn
Our 100% pure wool yarn captures authentic refinement and simplicity. Our partner worked in collaboration with local Bulgarian farmers, to maintain its natural integrity, we avoid chemical treatments, using only minimal mechanical processes. It reflects the true essence of Bulgarian craftsmanship, ensuring the highest quality for timeless.
Merino wool yarns
This 100% merino wool yarn is soft and offers a luxurious blend of warmth, tenderness, and elasticity. The yarn is OEKO-TEX 100 certified, ensuring it is completely free of harmful substances.
Organic and OEKO-TEX 100 certified cotton yarn
We are particularly proud of this GOTS and OEKO-TEX 100 standard certified cotton yarn. the GOTS (Global Organic Textile Standart) the standard guarantees environmentally and socially responsible yarn production.
Wooden buttons
Wooden buttons that feature on our clothing and accessories are small detail in our sustainable story. They break down naturally over time. This reduces the amount of waste that ends up in landfills and minimizes the environmental impact of discarded clothing.
Greeting cards and labels
Our greeting cards and clothes tags are made from plantable seed paper. it is made from 100% recycled paper and packed full of wildflower seeds perfect for bees and pollinators. We have selected varieties of Daisy, Poppy and Forget Me Not seeds.
Packaging
Our tissue paper and cardboard packages are acid free and recyclable.